It is time to turn off the automatic OOO reply 😎 and get back to cruel daily grind.
That also means that it is high season for starting new projects.
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Some of these projects may involve working with your agency. Last year, Mikkel Hersløv and Anders Sølgaard wrote 10 tips for how to brief your agency.
We think they are worth a re-read.
What is your objective and who is your target group?
Include your thoughts on KPIs, but often you want your agency to pitch in.
Sometimes you expect to be challenged and sometimes you don’t. Make sure your agency knows when to get in line and when to show you things you didn’t expect.
Who will be reviewing the creative work besides you? Legal, medical, regulatory, KAMs? Is this a high-profile project, so top management will be involved too?
Any specific regulatory issues that the agency should be aware of? Tell your agency if you have solved the same issues previously.
Your brief should give room for creative ideas. Our best work has often been when we were given free hands (or when we deliberately deviated from the brief).
To avoid creative proposals that are completely off target, you should consider indicating your budget size.
If you are inviting several agencies for a pitch, make sure to explain what your selection criteria are and how these criteria are weighted.
Show examples of things you have done before or seen elsewhere. Tell your agency what you like about it and why you like it. It will help them understand how you think.
Don’t expect to get creative work for free. Until you have negotiated a contract, expect your agency to describe their approach to finding a solution – not come up with one.